Yahoo India has partnered with Marathi daily Lokmat to deliver premium digital content in Marathi to the Internet audience. The property (http://lokmat.yahoo.com/) will offer Lokmat’s original content, combined with Yahoo’s premium content experience, to online Marathi users.
An official release stated, “With Marathi being the fourth largest spoken language in India, the partnership is a crucial step towards satisfying the digital content appetite in the language of user’s choice.”
Elaborating on the partnership, Rishi Darda, Joint Managing Director, Lokmat, said, “Our partnership will help grow the regional language online audience in India. Yahoo!’s scale and Lokmat’s original content with indepth coverage of Maharashtra will deliver uniquely tailored Marathi language content to the users.”
Commenting on the surging demand for regional content, Arun Tadanki, Managing Director, Yahoo India, said, “At Yahoo, we aim to make our content relevant for new Internet users coming online from different parts of India. With this association, we aim to expand our existing offering to help Marathi users stay connected to their world in their own language.”
New Internet users in smaller towns are embracing the medium for information, communication and education. The I-Cube 2009 report signals that the next wave of digital audience in India is expected to emerge from the non-English speaking population. In line with its commitment to catalyse Internet consumption in India, Yahoo is launching six language sites in India. Currently, Yahoo offers Hindi and Tamil content in collaboration with Dainik Jagran and Dinamalar respectively.
According to ComScore August 2011, the Yahoo India network reaches 82.9 per cent online users across the country and is category leader across News, Movies, Cricket and Entertainment.